Ramen You
The Objective
Nissin is traditionally known for Top Ramen, a cheap and tasty, but unhealthy meal that targets college students and other low-income populations. The brand is looking to break into the health food market without alienating its current target audience, which is dependent on the brand’s low-cost food options.
The Solution
Nissin’s new sub-brand, Ramen You, aims to make health attainable by encouraging the inclusion of simple vegetables and proteins into their ramen. By making these ingredients optional add-ins, customers decide what they can afford to add and the cost of the Nissin’s product stays at about $1 a serving.
Branding, Packaging, Advertising, & Motion Design
Student Project
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A rounded slab serif is friendly and stable, while its weight makes it readable on a variety of textures.
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Imagery: A see-through window with illustrations of suggested add-ins on top maintain a friendly approachability to the packaging.
Color: Greens create an immediate connection to health. Secondary colors correlate to suggested add-ins like spinach, carrots, and egg.
Typography: Consistent with the logo, type choices are rounded, readable, and friendly.
Connection to Nissin Brand: The ghosted green noodle pattern in the back is used on the Top Ramen and Cup of Noodles packaging, creating cohesion between the subbrands.
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Ads focus on the vegetable and protein add-ins for the product itself. These fun and vibrant advertisements vocalize what makes Ramen You unique from the other Nissin sub-brands while promoting personal health and creativity.
